the art & science of climate communication · the art & science of climate communication...

THE ART & SCIENCE OF CLIMATE COMMUNICATIONSome thoughts on finding your own climate change communication path

UC ANR Statewide Conference

Faith Kearns, Ph.D.California Institute for Water ResourcesTwitter: @frkearns

April 2018

When it comes to climate communication,

if anything, we’ve mostly learned how complex it really is.

There is no one-size-fits-all.

• Science communication has traditionally focused on filling an information gap (aka, deficit model) with awareness, education

• Largely based on formal teaching models: expert or instructor imparts knowledge to “blank slate” recipients

• Idea is “if people knew x, they would do y”

• As a result, most of us were taught to talk to (or at) people

• This model is being upended everywhere –we only works in some circumstances

The evolution of science communication & engagement

1. REGULATORY

Legislative & policy approaches: carbon taxes, law enforcement,

fees

2. BEHAVIOR CHANGE

Social marketing, behavioral economics, nudging, incentives

Kahnemann, Center for Research on Environmental

Decisions

3. CULTURAL

Message/messenger & framing, connect with religious, cultural

values

Kahan, Leiserowitz, Hayhoe

4. AFFECTIVE

Emotional, feeling-based,

irrational

Lertzman, Moser, Kiehl, Randall

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The evolution of climate communication frameworks

Big focus on behavior change and dealing with skeptics

A shift to thinking culturally | Seeing people as different

Yale Climate Change Communication program/A. Leiserowitz

Beginning to see emotional appeals from scientists

Katharine Hayhoe, Texas Tech climate scientist & Evangelical Christian

• Bonding and appreciating: What do we have in common that we care about and can genuinely appreciate?

• Connecting: Given our shared values, why might we care about climate change?

• Explaining: Why is this happening? Why might we care?

• Inspiring: How can we work together to tackle this problem in a way that is compatible with our values?

• Isn’t afraid of making waves.

• Considers herself an advocate, not just for science but also feminism & anti-racism.

• Says: ”Our job is not to objectively document the decline of Earth, so what does scientific leadership look like in this hot, dangerous world?

We don’t need to all agree with each other –dissent is healthy. But, we do need to summon our voices and start shouting from rooftops.”

Sarah Myhre, University of Washington climate scientist & intersectional feminist

We face not so much a communication challenge

as a relationship challenge.

• We are working in human-to-human, relationship-driven process. Think in terms of communities, not audiences.

• Learning to effectively engage calls on subjective skills – ability to navigate your own and other people’s emotional states.

• Listening becomes equally important part of the communication process. Empathy and conflict tolerance are key!

What does this mean for climate communication in cooperative extension?